Make Your Marketing Accountable

In today's world, the ability to measure our marketing efforts is unprecedented. We all need to make our marketing more accountable. If you're not measuring it, your competitor is. All of the marketing analytics platforms out there will allow you to monitor both the effectiveness of your social media activities and your competitors.

Sales and market share are outcomes, not predictors. If your 2014 planning is focused on improving revenue or margin, these are great outcomes. Maybe build a quick process flow map to track how many visitors convert to leads convert to prospects convert tot orders. Set your goals for marketing performance in 2014.

Need to leverage your marketing spending into buying. Leverage chat boards and groups on trade association boards and LinkedIn, developing your presence as a speaker against your target market and blogging. Maybe some way to make the Home Loans process marketable?